state of social media for civic leaders 2013
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TRANSCRIPT
The State of Social Media:For Civic Leaders 2013
Created for the Lower Mainland and Local Government Association
By: Kemp Edmonds
available now: j.mp/kemplmlga
#lmlga2013
Agenda
• Introduction• State of Social Media• Civic Engagement Exploration• 5 Key Considerations• What Can You Do? Best Practices & Risks• Developing a Strategy• Q & A
• How did I get here?• What did it take?
Introduction & Agenda
Inspiration
It started here…
and never ends.
Self-directed Learning
Love and Work
• Social is bigger than email. Way bigger.• It’s Mobile• Video Rules• Facebook Dominates• Email, mail and phone still remain vital.• Citizen Engagement Online
State of New Media
Social surpassing email
Time spent Online
It’s Mobile!
Source: B2B Demand Generation Benchmark Report, 2012.
Video Rules
Source: MarketingCharts.com, Experian Hitwise
Top 10 Social Networking Sites
Facebook Dominates
Adults Using Social Networks
Use Social Networks
Do Not Use Social Networks
Source: US Pew Internet Research, April, 2013
40% Do Not use Social Networks
Politically Engaged Social Network Users
Not EngagedEngaged
Source: US Pew Internet Research, April, 2013
66% of those that do are Politically Engaged
Source: Ipsos Reid
They are very active
• More likely to sign a petition in real life than online. (22% vs. 17%)
• More likely to contact a government official about an issue in person, by phone, or buy letter than online, by email, or by text message. (21% vs. 18%)
• Much more likely to comment on an online news story or blog post about a political or social issue than they are to call into a live radio or TV show. (18% vs. 7%)
• Slightly more likely to send a letter to the editor to a newspaper or magazine online, by email, or by text message than to send a letter by regular mail. (4% vs. 3%)
Source: US Pew Internet Research, April, 2013
How likely are citizens to act?
• Social Network Users are more likely to be politically active.
• More Americans used social networking sites for political purposes in 2012 than used them at all as recently as 2008.
• 83% of political SNS users also get involved in political or social issues in one way or another outside the bounds of social networking sites themselves.
Source: US Pew Internet Research, April, 2013
Key findings from PEW
1. Aligning Objectives• Social media use should support the organizational mission
and overall communication strategy
2. Transparency and Collaboration• Social media tools to create a more coordinated
environment
3. Engaging the Public• Social media changes the way government engages
citizens
4. Privacy and Security• Key issues and concerns
5. Analytics and Metrics• Ensuring accurate, targeted performance analysis
Key Considerations
Source: Simon Sinek, graphic: http://life-engineering.com/files/2010/08/simon-sinek-the-golden-circle.jpg
Start with Why?
Organizational Goals
Communications Objectives
Measures of Success
Operational Tactics
Breaking it Down
Source: City of Edmonton Open Data Project.
Transparency with Open Data
• Enterprise social tools regularly used by government workers include wikis, blogs, microblogs, social tagging, user comment options and discussion groups
• Social tools can motivate location-independent collaboration in anyone-to-anyone communications
• IT departments are upgrading existing intranets by integrating social tools such as Twitter, Facebook, etc.
Collaboration - Agencies
Empower Citizens
Have a Social Media Policy
Collaboration – Existing Systems
Source: 2012, Survey of BC municipalities http://www.lgma.ca/assets/Misc/Social-Media-Primer-Research-Paper.pdf
There is room to grow
Engagement is two way
Provide citizens a voice
1. Information Dissemination
2. Customer Service
3. Two Way Discussion
Get Started Engaging the Public
• Privacy Security & Sensitive Information• Exposing personal information violates FOIPPA
• Copyright • Actions could be an infringement of intellectual property
rights.• Appropriate Information
• Employee cannot use their government employee status to privately comment on social media sites
• Compliance and Record Keeping• Any information or advice provided online must be retained
and filed in accordance with appropriate government record management standards of procedures
Source: BCGov Policy http://www.cio.gov.bc.ca/local/cio/informationsecurity/policy/summaries/33_social_media.pdf
Privacy & Security
• Growth of target communities -Benchmarks required. How much has the community grown?
• Engaging communities - How engaged are your publics? Likes, Comments, Mentions etc
• Conversions – Are we getting clicks on our links? Do people complete actions?
• Loyalty – are people coming back to your content or site after the first visit?
• Sentiment – are people’s posts positive, negative or neutral?
• Customer Service – Do you have benchmarks? Are we trying to improve those?
Analytics & Metrics
What is being measured?
• Goal
• Objective
• Measures
• Tactics
Be Integral to the Community
RaiseAwareness
% increase in
Twitter Mentions
% increase in
Social Mentions
Website traffic from social sites
A Social Marketing Example
Organizational Goals
Communications Objectives
Measures of Success
Operational Tactics
Starting with Why
• Get Started on Twitter• Set up a Facebook Page• Establish Rules with your team• Do not abandon your channel• Follow the Social Media Leaders• What not to do. Bad Examples
What can you do?
• Represent yourself in your profile
Source: twitter.com/andreareimer
Get started on Twitter
Source: facebook.com/ChristyClarkForBC
• Represent yourself in your profile
Set up a Facebook Page
• Who can post?• What types of posts are made?• Post at least once a day on Twitter• Follow Carefully• Respond and Engage• Post at least once a week on Facebook• Try to use first person when possible• Stay Positive
Establish rules with your team
• Respond and engage when time allows
Do not abandon your channel
Follow Social Media Leaders
• Old photos on social networks are forever
Source: Facebook
What no to do. Bad Examples.
• Things you said 11 years ago on a gaming forum can hurt you politically.
Source: http://www.huffingtonpost.ca/2013/05/02/jane-shin-ndp-burnaby-lougheed-racist-comment-medical_n_3201659.html
What no to do. Bad Examples.
• Saying stupid things will sink your ship
Source: Twitter
What no to do. Bad Examples.
Source: intersectionconsulting.com
Strategy trumps tactics
#lmlga2013
The Inside-Out Strategy
#lmlga2013
Begin with Goals
#lmlga2013
From Goals steam Objectives
#lmlga2013
…then measures of success
Last comes execution
A Social Marketing Example
• Goal
• Objective
• Measures
• Tactics
Be Integral to the Community
RaiseAwareness
% increase in
Twitter Mentions
% increase in
Social Mentions
Website traffic from social sites
Source: Kris Krug, flickr.com/kk
Social Media is about People
Government is about People
Source: Kris Krug, flickr.com/kk
Social Media is about Government
Source: Image By US Mission Geneva on Flickr. Some rights reserved.
Essential Tools
• What are your organizational objectives?• Where does your audience gather?• Social Networks are great for Networking• Be human. Interact. Build Trust.• Do not behave negatively• Do not abandon your account• Work with a trusted team
When getting started
Special Thanks to Tina Chalal & The LMLGA
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Let’s take a look if there’s time!
Learn more about Social Media for Government:• Tweet me: @kempedmonds• This Presentation: j.mp/kemplmlga• More Presentations: j.mp/kempslides
Q & A